Son of Zappos.com Is Chasing Me Around Europe!
Fanter followed up her post with an email directly to me with a hyperlink to an article on re-marketing.
So what can a direct marketer do to entice the non-buyer of shoes to come back and buy?
Chasing me all over the Internet showing me teeny pictures of all the shoes I rejected is emphatically NOT marketing. It's a bunch of smartypants techie kids puffed up with pride on how clever they are.
In the world of wearing apparel, no item is more size-sensitive than shoes. My feet are weird-size 8-1/2 EEEE-ugly square box-like things.
I am interested only in 8-1/2 EEEE shoes. Nothing else.
When I went on Zappos.com, two questions were asked: (1) did I want men's or women's shoes and (2) my size. I dutifully filled in the blanks and was shown a ton of shoes. Since the kiddies at Zappos knew my shoe size, they could have gotten my serious attention with the following:
An Important Message from Zappos.com about Men's 8-1/2 EEEE Shoes!
Thank you for stopping by Zappos.com and sharing your shoe size. Only 2.7% of men match your unusual shoe size. Yet Zappos has in stock for immediate shipment 229 different pairs of shoes in your size from 27 manufacturers around the world at the lowest prices anywhere—sport shoes, dress shoes, walking shoes, casuals. Zappos merchandise comes to you with an ironclad guarantee of your complete satisfaction. (Return a purchase any time within a year for a full refund.) Plus ... shipping both ways is always FREE. Save time. Save money. Come to Zappos.com-one-stop shopping for all of your shoe needs! And click here for a 15% discount coupon if you order by midnight, April 10, 2012.
Frankly I'd be nuts not to go back to Zappos.com!